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I have a set of customers with a variety of attributes. I would like to segment my customers so I can make some better marketing decisions.
My customers are all "outdoor tech" customers.
I'm wondering how I can use k-means clustering to identify groups and then turn around and use that to apply to future customers.
I know I have to change my string values to numeric- no problem. Then I figure I can use k-means after that...but then after I identify, say, four customer groups, how can I then apply a "label" to them (i.e. "Weekend Warrior" or "Extreme Adventurer") so then I can group them for my marketing plan?
I think there are several ways to go about this, but I'd love to hear what the community has to say.